Friday, May 17, 2013

CoverGirl and ‘The Hunger Games: Catching Fire’ seal exclusive beauty deal

CoverGirl announced, today May 17, its first-ever major movie sponsorship of Lionsgate’s highly anticipated “The Hunger Games: Catching Fire”. CoverGirl will launch a first of-its-kind creative advertising campaign inspired by the film, featuring new products from the brand’s upcoming Capitol Collection from “The Hunger Games: Catching Fire,” which will be announced at a later date.

Jennifer Lawrence, Liam Hemsworth, and Josh Hutcherson lead an all-star cast in the second installment of The Hunger Games franchise, “The Hunger Games: Catching Fire”. The trailer, which debuted last month, has been viewed over 25 million times on YouTube. The film promises to illustrate the exquisite splendor in the world of the Capitol in rich detail, and the film’s makeup department used CoverGirl products on set to create the film’s luxurious, high couture looks.

“With The Hunger Games: Catching Fire partnership, we wanted to redefine cosmetics’ relationship to film with a fantasy-meets-reality beauty experience,” Esi Eggleston Bracey, VP and General Manager, Global P&G Cosmetics shared with The Makeup Examiner. “The film inspired CoverGirl campaign coming out this fall truly will bring beauty transformation to life in an aspirational, dramatic fashion. All of us at CoverGirl were captivated by Suzanne Collins’ novels and the first film, so we’re thrilled to collaborate with Lionsgate on such a bold beauty partnership with the release of ‘The Hunger Games: Catching Fire.’”

Over the past year, CoverGirl has stood out in the beauty category with its addition of several new spokeswomen, including Pink, Janelle Monáe and NERVO, who, along with the brand, embrace beauty with a sense of authentic individuality and fearlessness. CoverGirl’s partnership with “The Hunger Games: Catching Fire” is the latest expression of the brand’s passion and commitment to continue to break barriers in beauty.

Lionsgate and CoverGirl will be celebrating the movie partnership at a Cannes Film Festival Gala on Saturday, May 18. More updates about this exciting partnership will be released on CoverGirl’s Facebook page, Twitter and Instagram. “The Hunger Games: Catching Fire” is scheduled for North American release on Nov. 22.

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